Browsing by Subject "ABAC Journal"
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ItemA study on the purchase intentions of agricultural products by Chinese consumers in Zhejiang Province on a live sales platformThe purpose of this paper was to explore the attitudes relating to the consumer purchase intentions of live streaming sales and to know the influences on consumers’ final purchase decisions for farming products through live streaming. A quantitative online survey was used to examine consumer purchase intentions for live streaming sales to understand more about their thoughts and behavior regarding agricultural products. The study collected 208 online customer surveys from Chinese nationals, performing a non-probability purposive sampling technique to validate the analysis. The sample size of 208 was calculated based on G*Power.The results show that attitude homophily and influencer professionality in relation to the influencers, impacts the purchase intentions of consumers, suggesting that the consumer decision path involves both affective and internalization processes before the consumer makes a decision to purchase the product. Perceived uncertainty was shown to be a marginal effect whereby consumers are slightly concerned about the quality and price of purchases through live stream shopping. These findings confirm the theory of planned behavior (TPB) by revealing that consumers’ purchase intentions come from their own decision making. Additionally, the study extends the elaboration likelihood model (ELM) by proving that attitude homophily and professionality have a high effect on purchase intentions for live sales. It was found that attitude homophily and professionality are key factors to increase consumers’ trust in products. Therefore, it is suggested that businesses using live stream sales should pay more attention to enhance relatedness for current and potential consumers.
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ItemABAC GSB freshmen's perceptions on expected performance dimensions and learning preferences: implications to curriculum, instruction, and institution development(Assumption University Press, 2016) Chavez, Gloria S. ; Kim, Seongdok ; Tayko, Perla Rizalina M. ; Kitti PhothikittiThis research aims to build comprehensive student profiles to identify perceptions and expectations of the students enrolled in the Master programs of the Graduate School of Business (GSB) at Assumption University of Thailand. The main purpose is to establish curriculum and instructional links between what is offered and what students perceived as relevant learning experiences in the program and contribute towards increased student satisfaction in their master degree education. Self-administered questionnaires were collected from 379 incoming freshmen MBA students from February to August, 2015. The findings of the study revealed that among the performance dimensions expected by the industry from MBA graduates, the dimensions on English proficiency, ethical behavior, and effective use of IT obtained the highest means. Interestingly, timely achievement and responsibility as well as entrepreneurial spirit scored lowest while based on their profiles, the majority of the freshmen are self-employed. Likewise, the overall students' preferences on the learning processes, modalities, and learning styles indicated no marked differences of preferences of one or two of these modalities and activities. This indicates that choices are generalized and would imply the need for a variety of teaching strategies to respond to the variety of learning processes and modalities that would require appropriate learning activities. To conclude on the interface of the three areas of the study namely : the demographic profiles, the expected performance dimension, and preferred learning processes to areas of development in graduate education - curriculum, instruction, and institution development, certain initiatives for development were recommended such as: the inclusion of a module or course on the entrepreneurship as a basic foundational course for all students enrolled at GSB to support the third dimension of the Unique Identities of an ABAC graduate which is entrepreneurial spirit and leadership; the adoption and utilization of a brain-based holistic and integrative model of the experiential learning cycle by all lecturers to provide for the use of a variety of teaching modalities and learning activities in all courses. Further it is concluded that Quality Education at any level must come from the interface of quality curriculum, quality instruction, and quality organization. These three areas are intimately interactive and interrelated to achieve the desired outcomes of higher education and realize the vision of AU in "educating intelligences and active minds to change the world."
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ItemAcademic solidarity and peace(Assumption University, 2005) Voicu, Ioan ; Assumption University. Office of the Vice President for Advancement. Public Relations Department
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ItemAn analysis of metaphors in Sri burapha's behind the painting and Ma Ma Lay's Not Out of HateThis research is a comparative study of metaphors in two Asian novels. A Thai novel, Sri Burapha’s Behind the Painting was first published in 1954 and a Burmese novel, Ma Ma Lay’s Not Out of Hate in 1991. It aims to understand various metaphorical patterns that influence the thematic development and interpretations of these novels. Pragglejaz Group’s (2007) Metaphor Identification Procedure, Ahrens’ (2002) The Conceptual Mapping Model, and Lakoff’s (1992) The Contemporary Theory of Metaphor are chosen as the frameworks of data analysis in this study. The outcome endorses the idea that different metaphorical patterns are the result of interaction between words’ conventional meaning and their contexts. The top three shared themes found are the themes of LOVE, MORALITY, and IDEALISM. It is also found that the representation of Thai and Burmese cultures can be perceived through the cultural background and lifestyle of the writers via their selection of words in these two novels.
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ItemAn analysis of personality traits and learning styles as predictors of academic performance(Assumption University, 2012) Vikanda Pornsakulvanich ; Nuchada Dumrongsir, jt. auth ; Pair Sajampu, jt. auth ; Suppasit Sornsr, jt. auth ; Surej P. Joh, jt. auth ; Tipa Sriyabhan, jt. auth ; Chatkaew Nuntapanic, jt. auth ; Chulamani Chantarawand, jt. auth ; Parichart Wongweeranoncha, jt. auth ; Smith Jiradilo, jt. auth ; Assumption University. Office of the Vice President for Advancement. Public Relations Department
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ItemAn application of berlin's concept of value pluralism to the Indian traditionIndia has a long rich history tolerant coexistence and cultural interaction among its many diverse cultural and religious groups. But today, there is a promotion of a kind of nationalism which identifies with certain religions or cultural groups at the exclusion of others. The temptation is to try to strengthen India as a nation-state at the expense of its pluralistic past. The philosophy of Isaiah Berlin is valuable in this context, for it shows that value pluralism is not incommensurable with liberal democracy and that the two can support one another . He recognizes that an individual can pursue freedom, but that they also possess an innate ability to respect the freedom of others. In this regard, he develops the notion of fantasia or imagination as a faculty which is instrumental in creating understanding and tolerance of other cultural beliefs and practices. This essay will show how through these processes described by Berlin, a large democratic country like India can both create and national identity and preserve the rich heritage of its pluralistic past.
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ItemAre you serious?(Assumption University, 1997) Swartz, Judith ; Assumption University. Office of the Vice President for Advancement. Public Relations Department
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